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When you’re on social media or browsing YouTube, what catches your eye about a video? Is it the thumbnail, design elements or the fact that the title seems to be speaking directly to you? Most likely, it’s a little bit of all three.

You see, successful business videos share three key elements: audience, aesthetics and appeal. Do your videos have what it takes to be successful? Let’s find out.

Target the Right Audience

There is truth in the saying “You can’t please everyone all the time” because, in fact, you’re not supposed to. This is particularly important for businesses trying to reach customers with video. Before hitting the power button on your camera, you need to think deeply about who you’re making the video for and what would want out of it.

What pain points can you address? Which emotions are the most powerful? In what ways will your video be useful and memorable?

Stay True to Your Brand

While it’s important to think a little outside of the box when planning brand videos, it’s equally important to help viewers instantly attribute a video to your company. Visual elements, such as logos or script, within a video should be carefully chosen and consistent with your company’s branding that would otherwise be found on a business card, emblem or product. For example, Coca-Cola keeps the content in this video on-brand by tying the product colors into the animation.

Give Your Title and Thumbnail Some Pizzazz

If you’ve ever gone to an open house, you know it’s easy to be reeled in with pristine landscaping, the smell of cookies baking in the oven and furniture that looks like it was just delivered that day. Much like the appeal of a staged home, video titles and thumbnails work for your brand to grab attention and entice casual viewers to click.

Choose titles that are funny (but appropriate), clear about your message and on-brand. With the magic of video editing and design, add elements to your thumbnail that help it stand out from the pack and capture attention.

Is Your Brand the Next Big Thing?

Brands that have made their way to the top can often credit a great video or two to their rise in global recognition. Perfect examples include Canadian Tires’ 2016 ad campaign ‘Wheels’ and Always’ #LikeaGirl campaign. These videos connect with the viewer, evoke emotion and are beautifully produced. Now that the secret’s out, how will you use video to make your brand the next big thing?


Posted in: All Posts, Audience, Interactive Videos, Video Marketing, Video Production, Video Production Company, Video Production Process, Video Production Tips, Working with a Video Production Company

At first glance, it may seem that whether you share a YouTube video to Facebook or upload your video directly to the social media platform, you would see the same outcome. However, as discovered by Socialbakers in a 2014 experiment, there are a few key differences that may impact the way you choose to share your video content.

Over a five-day period, Socialbakers monitored the 3,684 YouTube video links that were shared and the 458 native Facebook videos that were shared. Keep reading to find out the differences between sharing YouTube videos vs. native Facebook videos, as well as the results of Socialbakers’ study.

The YouTube Video Links

It’s easy to understand the appeal of simply publishing your YouTube videos onto your Facebook page. After all, you’ve already created the video and posted it to YouTube; why go through the trouble of uploading it to Facebook when a quick copy-and-paste will do the job? Additionally, by providing the link for the YouTube video, you make it easy for your audience to click through to your YouTube channel, where they can view more of your content.

Sharing your YouTube videos has its drawbacks, though. For example, as more content is posted to your page, your YouTube video is pushed farther and farther down until it is no longer easily accessible to your page’s visitors. Also, because the analytics are harder to measure when the same video is posted in two places, it can be difficult to judge just how great an impact your video had.

Native Facebook Videos

Because the social media giant has provided features specially designed to offer an optimal visual experience for users, uploading videos directly to Facebook has unique benefits. In 2014, Socialbakers discovered that while nearly eight times the number of YouTube videos as native Facebook videos were shared, the Facebook videos generated more comments and more likes. Businesses also have the option of including a Like Page button, and option that is not present with simply linking a YouTube video. Finally, once a native Facebook video is shared, it remains accessible on the Pages Gallery, making it easy for site visitors to view it again.

Among the drawbacks, however, is the fact that YouTube videos were shared at a greater rate than Facebook videos. In other words, if going viral is your goal, a native Facebook video may not be your best bet.

While there is no doubt that uploading a video directly to Facebook offers significant benefits, the way that you choose to share video content will boil down to how you run your business and what your goals are. If Facebook is your primary avenue for connecting with your audience, then it makes sense to take advantage of its many features. If, however, Facebook is just one aspect of your marketing strategy, then sharing YouTube videos may provide a simpler, more efficient way to get your content out there.


Posted in: Online Videos

Captions may seem like an optional component to video content, but they can actually be an important part of your online marketing strategy. You may know that 80 percent of internet traffic online is expected to be video by 2019. That’s why you are investing in it. But, without captions, you may be leaving a lot on the table – and a lot of viewers out of luck – from really capturing the content and message you are trying to present.

Why Does Video Captioning Really Matter to You?

Captioning is not new. It’s been used for many years for television. However, it hasn’t been used regularly on all websites or with all video production. It’s likely that this small investment and change to your marketing campaign, though, can make a significant difference in your outcome. There are a few key ways why captioning matters today.

  • It improves accessibility. Captioning’s ultimate goal is to improve accessibility so that those who are deaf or hard of hearing can still interact with and connect with the video. And, with a global industry, captioning also allows those who don’t speak your native language to gain access to the content. In short, more people get to experience your content.
  • Social media benefits come from captioning as well. It can help to increase the amount of people viewing your content on most websites. Keep in mind that captioning gives people a way to watch a video without the sound – such as when they don’t want to turn the volume on at work.
  • It also benefits your search engine optimization efforts. With captioning, you get to create a transcript of your video. This easily incorporates your keyword phrases. It can give you a nice bump to your SEO efforts.

In order to make captioning effective, there are a few things to keep in mind. First, keep them subtle instead of over the top in terms of flashy graphics. You also want to choose captions that work well with your video on all formats including on your mobile phones.

Depending on the tools you use to create captions, you can offer your viewers the ability to turn on captions or turn them off. This can also give you more freedom to use your video in variety of ways no matter what your ultimate goal is. On a landing page, this makes sense.

When it comes to using captions on social media, it’s best to offer them in all cases. According to some reports, nearly all people use Facebook without any sound – they don’t want the sound unless they elect to hear something. In this case, captioning becomes very important for them. Without it, you miss the audience you need to embrace because they are scrolling past your video.

Captioning is an important tool you should not avoid when it comes to video creation. With it, you can create an effective video that reaches more people and one that provides you with a far better ROI. It’s easy to incorporate.


Posted in: After Your Video is Created, Video Production

It’s no secret that how-to is one of the biggest buzz words in the world of content marketing. Research shows that how-to is one of the most searched phrases on the internet. This means that as long as you have expertise in any particular topic or area, there is a large section of eager audience waiting to tap into your knowledge. So you already have a market ready and eager for your content. In fact, as compared to text tutorials or pictorials, video is the best way to get the message across and actually explain to the audience how-to do anything. All you need now is to know the rules of making a great how-to video and play by them.

Credibility

This is certainly the rule number one. You must have credible knowledge of the subject you are talking about and you should be able to prove it in some form of testimonials. You should either have professional degrees or backgrounds in the subject you’re talking about. Or if you are an unlicensed person that has acquired knowledge in that field by taking personal interest and a lot of self-educating, you should be able to prove that you have the skills, within the first few seconds of the video.

Content

For any Social Media Marketing campaign, content is always the king. You must be able to provide absolutely real and genuine information along with relevant step-by-step videos. If you don’t show proof in the video or don’t look confident and clear, all it takes the viewer is a click of the mouse to shut your video down and move on to something else.

Subject Matter

You cannot go on making a video about how to do something that nobody wants to do, or everyone already knows. You have to identify the topics that will draw people and subsequently, make videos on topics that will interest a group of people. People are continually trying to learn new skills, improve themselves and in general, impress their peers. So if you have the skill that sets you apart, nothing wrong in sharing it with the world, especially if it helps you garner a few million hits on YouTube.

How-to videos are one of the best ways to get your message across, make your presence felt or even promote your business. If you are a beauty salon owner, putting up some really interesting how-to videos about express or affordable makeup would definitely boost your business. So play by the rules and keep reinventing yourself to make the best how-to videos possible.


Posted in: After Your Video is Created, Choosing Actors, Getting Ideas, Making Decisions, Online Videos, Video Production, Video Production Process, Video Production Tips